mbs09 digital entertainment services jenseits von “pay per download” - praxisbeispiele &...
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Digital Entertainment Services jenseits von “Pay per Download” - Praxisbeispiele & IdeenSven Visscher (Vice President Product Management, arvato mobile, Hamburg)TRANSCRIPT
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Digital Entertainment Services Digital Entertainment Services Digital Entertainment Services Digital Entertainment Services jenseits von “Pay per Download”jenseits von “Pay per Download”jenseits von “Pay per Download”jenseits von “Pay per Download”
Praxisbeispiele & Ideen
Media Symposium 2009Stuttgart, 09. Juli 2009
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arvato mobile
n Founded 1999, more than 250 employees in 12 locations
n arvato mobile is owned by AMME, a digital media investment company owned by Mondia and the Abu Dhabi Group, one of the Middle East's largest investment holding companies
n Enables Digital Entertainment Services by offering “white label” solutions
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Value Chain
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Market: Digital Content Business (PWC)
Music Games Video
2008
2012
2008 2012 Growth
Music 5,83 10,25 75,75 %
Games 7,25 13,47 85,67 %
Video 6,7* 18,2* 171,6 %*
Total 19,79 41,92 111,86 %
Global Mobile Entertainment
2008 2012 Growth
Music 3,52 8,58 143,51 %
Games 8,06 14,36 78,13%
Video 3,89 10,84 178,43
Total 23,9 47,2 97,49
Global Online Entertainment
Source: PWC Global Entertainment and Media Outlook 2008-2012; *Portio Research / in Billion USD
Music Games Video
2008
2012
Source: PWC Global Entertainment and Media Outlook 2008-2012 / in Billion USD
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Market: Digital Music Downloads (Bitkom)
… Which business model will generate revenues in the next 5 years? Paid content, ad funded services, events or …..
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bigger display | more memory | | gps | camera | touch screen |
New kinds of digital content are the rising stars of tomorrow
The Changing Market
flexible business models
Player
Business modelDownload to own
DRM protected
…………
Devices and Usability
Content
OEM‘s, labels and other players enterthe market for digital content aggressively
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What enables your business model?
ContentContentContentContent
DRM (optional)DRM (optional)DRM (optional)DRM (optional)
Usage LicenseUsage LicenseUsage LicenseUsage License
ChannelChannelChannelChannel
DeliveryDeliveryDeliveryDelivery
ParameterParameterParameterParameter
Business ModelBusiness ModelBusiness ModelBusiness Model-8- © arvato mobile 2009
Apple: iTunes
n Strong –well known- brand, great usability, cross content, fully integrated
n Proprietary (mobile = only iPhone/iPod Touch!), no subscription service (until now)
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Nokia: OVI
n Cross content
n Proprietary (only NOKIA), services are not integrated completely
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arvato mobile: GETMO
n Offers all kinds of digital content; online and mobile
n Offers advertising based as well as payment based business models
n For music it is a mixture of „DTO“ & „Tethered Subscription“
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Access Provider (ISPs, MNOs…)Access Provider (ISPs, MNOs…)
Loyalty Program Provider
Loyalty Program ProviderMediaMedia BrandsBrands
Hardware ManufacturerHardware
Manufacturer
get new customers
brand
corporate imagekeep customers
earn money :-)
extend reach, get traffic
sell products …………
all you can eat /
subscriptionsvirtual currencies content preloaded /
bundled
Digital Entertainment…”a means to an end”
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Acquisition of new customers…in a long term view?
n Does physical bonus ensure customers loyalty in the long term?
n Can you stay in contact with the customer by offering “prize reduced coffee
machines”?
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Telefonica Music Flatrate
n Since May 2008 Telefonica offers the music flat rate in combination with a DSL contract
n Customers can download an unlimited amount of music tracks, based on gnab 2.0
n Service is temporary and ends after 12 month
n Music Flat Extension is possible in addition to the renewed DSL contract or by paying a
monthly fee
n Success: increased base of DSL customers, minimized churn rate (after 12 month)
700
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TDC Danmark
n In 2008, TDC launched PLAY, a service that provides DSL, cable and mobile customers with
unlimited music download – as part of their monthly subscription
n TDC reduces churn by 50 percent by giving away music for free!
n 70 million downloads in one year
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Loyalty Programs
n Will the required minimum amount of points are convince the customer to enter the program, especially if the availability of prizes are limited?(beside the fact, unused points are part of the business model)
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Voucher
n Credit Voucher (e.g. 10 €) à free choice, limited value
n Article Voucher à for specific article, artists etc.
n Catalog Voucher à for the full or limited catalogue
n Subscription Voucher à time based usage of the service or content
à Measurement of campaigns is possible using individual vouchers
4free4free4free4free100 Tracks 100 Tracks 100 Tracks 100 Tracks „hy13kaldp192“
EndlessHipHop
„hy13kaldp192“
Source:
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CokeFridge
Source:
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getmo.ae
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getmo.ae
n Scratch-cards are ad-funded or can be purchased as well
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Samsung mobile & GETMO.ae
n Scratch-card bundled with specific SAMSUNG phones in the targeted region
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Content Preloaded or Bundled
ExampleExampleExampleExample::::„COLDPLAY „COLDPLAY „COLDPLAY „COLDPLAY insideinsideinsideinside
Get the latest album of Coldplay preinstalled on XYZ“
Preloaded Bundled
how to offer such complex services easily?
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Shop API
Backend moduls
Shop APIAccess to single moduls (flexible version) / Access to defined modul bundles
(comfort version)
PaymentPayment
VoucherFactoring
MetadataMetadata
OnlineOffline
InformationInformation
MSISDNHandset
AdvertismentAdvertisment
ad flexAd Network
DeliveryDelivery
PC
Dual Delivery
Mobile
UserUser
LicenseWallet
Sub-scription
User Data
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Scenarios to delivery content services…
§Complete shop solution (content & backend & frontend)
Intermedia Shop
FrontendServiceFrontendService
ContentServiceContentService
OperationsBackendServiceBackendService
§XML export of structure & meta data (opt. binaries)
§Partner integrates into his backend
§Partner integrates into his frontend
ContentServiceContentService
Operations
Content Gateway
§API to backend services incl. content delivery
§Partner integrates into his frontend
Shop API
ContentServiceContentService
Operations
BackendServiceBackendService
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Thank you!
Sven VisscherSven VisscherSven VisscherSven VisscherVP Product & Solution Management
arvato mobile GmbHKehrwieder 820457 HamburgGermany
[email protected] +49 40 38617 616cell +49 172 294 40 01